Channel Brand Strategy, Controlling Power of Channel and Performance－Empirical Observational on 3C Chain Store based on Resource View

• Main Authors: Tzu-Yin Liu, 劉姿吟
• Other Authors: Hong-Der Leu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/78255452205730022645

碩士 === 中原大學 === 企業管理研究所 === 91 === ABSTRACT As the bright prospects of 3C industry in the future, the 3C store is developing vigorously. The depression have got into the third year, the global economy declare to enter the age of low rate formally, and in this time the industry of channel can exist naturally. If the cost can’t be come down, it’ll be dangerous, and even retreat the market. Thus, the general chain stores of electric appliances go across the other 2C products, and combine many 3C products. And they turn to the large compound store of 3C. And in the all 3C marketing competition of chain business, not only the diversification of business, the change of goods, and act for advanced products, but the private brand is becoming the important issue of channel in the future. This research uses case study method and takes the 3C chain store in Taiwan as the research object. This study selected 4 3C chain stores, such as elife-mall, EUPA, lanchi, Daiichi. These four companies have the more regular chains and highest average revenue. The results of this study are as follows: 1.The 3C retailers takes dependence strategy, the performance of channel will be better. The key factors are in (1) scale of chain stores (2) stable consumer (3)diversity marketing strategy (4) control the cost 2.The 3C retailers takes manufacturer dependence strategy, the performance of channel will be better. The key factors are in (1) the control of cost (2) private brand product (3) scale of economy (4) the higher bargaining power for supplier. 3.The 3C retailers have better resource base,the manufacturer dependence type will be better in performance. The key factors are in (1) much chain stores (2) rich financial resource (3) automatic storehouse management system (4) sound logistic center (5) goodwill (6) scale of economy (7) date base of consumer (8) stable consumer (9) professional knowledge and good service of employee (10) the preceding and decisive leader (11) the innovative organizational culture (12) the ability of developing product quickly.